While newspaper and magazine owners are still trying to decide whether or not they should aim for eyeballs or paywalls, there are several other companies who are happy to take up the challenge.
For instance, online social media publisher Mashable has signed a deal to syndicate content to Thursday editions of Metro in the U.S. Mashable founder Pete Cashmore is already a regular on CNN in the U.S, and Mashable and CNN. Plus Mashable has partnered with CNN for the Mashable Media Summit 2010.
It’s interesting to see that mainstream publications and online publications are increasingly merging, but the ‘digital natives’ seem less worried and more sure that they’ve already got the monetisation aspect under control.
One reason is that by the time the likes of Mashable and Techcrunch have reached their current scale, they have already had to answer the questions of how to fund an online business. But as they grew from relatively humble beginnings, they’ve tackled it as they’ve grown without having to worry about legacy systems and overheads.
And by the same token, if you look at the staffing levels – Mashable lists 20 staff, and Techcrunch lists 21.
Compare that to the epic lists of staff at most magazines, for example, and you can see a big contrast. There are print magazines run by smaller teams, but none that have the scale of the leading blogs (Or at least what started out as blogs).
So how do you produce so much content with a small team across all our properties? Simple, count the guest posts and the open offers to submit work to the likes of Mashable and Techcrunch.
Then consider a quote from the 2010 PPA Conference from the Chief Executive of Future Publishing, Stevie Spring:
“Advertisers are scared of the prospect of seeing their ads next to user-generated content. This won’t change. All it takes is one bad example to put brands off.”
That’s why sites which benefit from user-generated content are filtering and curating that content to get value out of it. There’s a reason why there are successful businesses based around user-generated content, but 4Chan isn’t one of them.
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